2022 Winners & Shortlists

Why is this work relevant for Media?

In order to raise awareness on Ikea’s Small Space Value Collection in a budgeted way, we optimized the use of the radio medium that not only has a lot of dead space to play with, but is also affordable and value driven when compared to other media. Something that suited IKEA's vision and budget.

Background

IKEA has something called the Small Space Value Collection, a wide range of affordable small size furniture that easily fits into any teeny-tiny space and puts it to big use… With limited budget, we wanted to inform people about this collection.

Describe the creative idea / insights (30% of vote)

This idea stems from the simple insight that no matter the size of your home, everyone can do with more space. This is why Ikea has something called the Small Space Value Collection that easily fits into any teeny-tiny space and puts it to big use. With this in mind, we created The ‘Fits Anywhere’ Radio Catalogue. We collaborated with popular UAE radio stations that let us take over the dead, unutilized media space and plug in our extremely short radio spots to demonstrate the functionality of Ikea’s Small Space Value Collection, which fits anywhere.

Describe the strategy (20% of vote)

We simply didn’t have the budget to launch a full-fledged awareness campaign for the Small Space Value Collection. And rather than using our sparse media dollars to push out just another radio commercial, Ikea leveraged the radio channel as a tool to create a series of short spots that not only promoted the product, but also demonstrated its features and uses in a creative, impactful way.

Describe the execution (20% of vote)

IKEA drew parallels between the use and functionality of its Small Space Value Collection, a range of furniture that easily fits into any teeny-tiny space and puts it to big use, and the ability of the short radio spots to fit in unutilized, dead and unpredicted spaces on air for an entire day. If there was a space (as less as 2 seconds) available between radio ads, we used it to fit our radio spot. If RJs took a pause, or were waiting for someone to pick up their calls, we plugged in our radio that could actually fit anywhere. Quite like Ikea’s Small Space Value Collection

List the results (30% of vote)

Website visits by 22% Sales increased by 8%